Cassie Brucci
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Partnerships

 Partnerships

FAST FACTS

>> 4.5x cumulative increase in engagement

>> 600,000+ impressions

>> 101% increase in delivery order count

DEEP DIVE

One of my favorite aspects of working in marketing is the incredible partnership opportunities we are presented with. While working at Pei Wei, I’ve been fortunate enough to partner with some of the world’s biggest food delivery and beverage brands to create campaigns that drive brand awareness and increase sales. Two examples are below.

Dr Pepper x Pei Wei: Creators of Fortune

Through brainstorming discussions, the brand marketing team wanted to create custom, branded fortunes to include in Pei Wei’s fortune cookies. Knowing we had funds available with Dr Pepper, I pitched the idea for a contest titled, “Creators Of Fortune”: a social media contest where guests submit fortunes for a chance to win a $1,000 scholarship and other great prizes. We ran a series of paid ads targeting Dr Pepper’s database to boost awareness and participation. Throughout the contest, we received a 4.5x increase in engagement and 650 total unique entries. Our paid ad received 600,000+ impressions and over 14,000 engagements in a 10-day period. As an added bonus, we saw a 16.5% increase in Dr Pepper beverage volume sales (vs. pp).

DoorDash x Pei Wei: Free Delivery

Pei Wei was hand-selected by DoorDash to participate in a pilot program, testing out a new Marketing as a Service platform. In partnership with the DoorDash team and Goodway Group, my team and I ran a Free Delivery campaign for four weeks, with support from organic social, paid media, email, and food & lifestyle influencers. Throughout the activation period, we increased delivery order count by 101% (vs. 2-weeks prior), generated an additional $418,917 in incremental delivery sales, and saw a paid search Cost Per Order that was 48% more efficient than the campaign benchmark. Influencers received a combined total of ~24,000 engagements.